This information can be used to construct buyer personas that will help you define your target audience, understand how they make decisions, prioritise their needs and develop messaging that resonates with them.
You can then use these personas to inform everything from product design to online advertising campaigns.

If you are an existing business, you can conduct the following:

Evaluate Your Current Analytics Data

Before creating buyer personas, evaluating your current analytics data is essential. If you want to know how customers use your website, social media channels, and email marketing efforts, this first step will help you get a baseline for how much information you have about the people who interact with your brand.

Once you know what actions buyers take on each channel (i.e., checking out products online or watching videos), start thinking about who these people might be as individuals.

Conduct Interviews

Customer interviews are an essential part of the buyer persona process. The interviews will give you more information into what your customers want and don’t want, whether they are satisfied with the product or service you offer, and if they have any suggestions for improvement.

Conducting a few interviews can help you create a more accurate profile that can better inform decision-making throughout your business.

You should conduct at least one customer interview per persona to understand how users interact with your company and their needs at each buying cycle stage. For example, maybe one person loved the product, but it wasn’t exactly what he needed for his business; another might have been happy at first but stopped using it because it didn’t meet her goals after all, and still another might have chosen not to use it at all because she didn’t think it was worth her time/money/effort (or whatever other reason). These three experiences show how varied user preferences can be—and why creating buyer personas based on individual buyers’ needs is so important!

Conduct Surveys and Questionnaires

You can conduct surveys and questionnaires in person, over the phone or online.

User Surveys are a great way to find out what customers think about your brand, product or service, but they require more time than questionnaires. Questionnaires are quick and easy to complete, but they might give you less detail than a survey.

You can do Market Research and Competitive Analysis if you are either starting out or existing.

• Research your business industry
• Identify your competitors. Before starting to market your product, you need to know who your competitors are. But some indirect competitors may be relevant in some cases.

Now that you have collected your data, it’s time to construct your personas.

Don’t get too detailed. While you want enough detail for the persona to be believable and realistic, you don’t want too much information about your personas can lead to over-analysis.

Buyer personas should be broad enough to be applied across multiple situations and industries while remaining narrow enough to stay relevant and valuable when creating solutions or content.

Remember demographic information! While it’s not necessary (and sometimes impossible) to know every detail about a customer’s life outside of work, including their age, gender and location will help ensure that your buyer persona is as accurate as possible at representing real people who could potentially engage with your business in some capacity.

Behaviour patterns: How they use your product or service (if applicable), what devices they use to access it/your website/etc., how often they access it/your website/etc.

Goals and Motivations: Why they use your product or service and what they want to accomplish with it